The National Basketball Players Association, which is the union representing current professional basketball players in the NBA, on Monday announced a new commercial brand campaign in collaboration with Kendrick Lamar’s creative agency, Project 3, featuring NBA stars.

The new brand, PLYRS UNTD, “transforms the collective influence of NBA players into products, partnerships, and global business opportunities,” according to the NBPA. It will operate as a consumer-facing brand that markets and commercializes the collective name, image and likeness rights of NBA players. PLYRS UNTD will work with brands and industry leaders to create opportunities new fan experiences, global licensing opportunities, merchandise, content, player/brand collaborations, strategic investments and more. 

As part of the launch, the short film Own the Game, produced by Lamar’s Project 3 Agency, debuted at the Cannes Lions International Festival of Creativity. Kyrie Irving narrates the campaign, which features 22 NBA players, including Jaylen Brown, Jalen Brunson, Stephen Curry, Kawhi Leonard, Jamal Murray and Karl-Anthony Towns.

“I am excited to be a part of an organization that’s truly aligned with the vision and values of NBA players,” NBPA president Fred VanVleet said. “PLYRS UNTD was born out of our desire to own a piece of the ecosystem we built, and we intend to bring fans to a side of the business that truly reflects player culture.”

Added incoming NBPA executive director and PLYRS UNTD CEO David Kelly: “The launch of PLYRS UNTD marks a turning point in how we view our business footprint. Instead of just renting out player talent to the league and teams, we’re operating as the enterprise itself, using our unified voice to build equity and drive the market.”

The launch coincides with the opening of the PLYRS UNTD Performance Center in Los Angeles this summer as a 24/7 off-season home for NBA players where they can train on their own schedules.

The new business-to-consumer brand replaces THINK450, the NBPA’s previous business-to-business arm.

Watch the Own the Game short below.